DATA4500: Marketing and Social Media Analytics
Learn marketing frameworks, social media analytics, generative AI for marketing, and predictive modelling — from STP and the 4Ps through engagement analysis, CLV, and churn.
Marketing Frameworks and Evolution
Week 1
Welcome to DATA4500! This week introduces the core marketing frameworks (3Cs, STP, 4Ps), how promotional channels have evolved into digital and social experiences, and how the consumer journey maps onto the conversion funnel.
Marketing Analytics, Trends and Software
Week 2
This week covers marketing analytics fundamentals — descriptive, predictive, and prescriptive analytics — plus the main software tools used for marketing and social media analysis.
Sentiment Analysis
Week 3
This week introduces sentiment analysis for marketing: classifying customer messages, preparing text data, comparing dictionary and machine-learning approaches, and evaluating results on an imbalanced dataset.
Course Materials
Social Media Content and Engagement Analysis
Coming soon
Content for Week 4 will be available soon.
Assessment
Coming soon
Content for Week 5 will be available soon.
Influencer Marketing and Network Analysis
Week 6
This week explores influencer marketing, emerging industry trends, campaign measurement, and social network analysis techniques for identifying genuine influence.
Generative AI for Marketing Analytics
Week 7
This week explores generative AI for marketing analytics, including practical applications, responsible use, and hands-on experimentation.
Data Visualisation and Storytelling
Week 8
This week explores data visualisation and storytelling techniques for communicating insights effectively to stakeholders.
Course Materials
Notebooks & Labs
Marketing and Social Media Strategy Optimisation
Week 9
This week explores marketing and social media strategy optimisation.
Customer Lifetime Value and Churn
Coming soon
Content for Week 10 will be available soon.
Predictive Modelling
Week 11
Assessment
Coming soon
Content for Week 12 will be available soon.